Contact Center Solutions Featured Article

Contact Centers Still Largely in the Dark with Social Media

January 15, 2013

When social media jumped the barrier from a few cutting-edge users to pretty much everybody (who among us hasn’t debated whether to accept friend requests from our parents and aunts and uncles on Facebook (News - Alert)?), most Americans were delighted.

It’s a way to stay in touch, a way to stay current and a way to view lots of cute pictures of friends’ children and pets.

In step two, Americans began using social media to contact the companies with which they do business. It’s safe to say that businesses weren’t so delighted. Suddenly, they had a multitude of new customer contact channels that needed to be monitored and acted upon. Many of these businesses were still trying to balance their Web channels, and suddenly they had social media and even mobile apps to mix into the chaos.

Many, if not most contact centers are still struggling to bring social media under their umbrellas and give the customers who are heavy users of these channels the customer support they demand. Some haven’t bothered to try yet.

As part of its annual U.K. Contact Centre Decision-Makers’ Guide, and in partnership with IT technology solutions provider mplsystems, British analyst firm ContactBabel (News - Alert) identified that about 28 percent of respondents still consider social media to be a “wait and see” topic, with many demonstrating uncertainty about the business value that social media could bring, ContactCentreHelper is reporting this week.

Larger companies with a strong consumer focus – banks, big box retailers, tech companies – have been unable to avoid implementing a strong social media program (whether they are delivering is another story).

But industry analysts believe there is still a lot of room to grow for small to mid-sized businesses.

“There’s clearly still considerable uncertainty about the role that social media can play in an organization’s integrated customer service activities – that’s why we’re convinced that smaller and medium size contact centers need a lower cost of entry deployment model for adding social media as a core communications channel,” Paul White, mplsystems’ CEO, told ContactCentreHelper.

Smaller companies need not build social media platforms from scratch, as many modern, hosted call center platforms available today include social media functionality, helping companies pull these newer channels in among the more traditional media. Twitter (News - Alert), Facebook, LinkedIn, Pinterest and other channels may be monitored, responded to and even evaluated with call center analytics in the same way that inbound telephone traffic and e-mail are managed today.

While it’s natural for companies to be hesitant – it is a lot of extra work and it is critically important to get right – simply ignoring it is not the answer. Customers are well attached to social media, particularly since they can use it on the go on their smartphones, and their expectations are rising, ignoring the issue won’t make it go away, and it may begin to damage valuable customer relationships. 

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.



Article comments powered by Disqus

Related Contact Center Solutions Articles

E-value International to Launch in Thriving Romanian Contact Center Market

According to a recent article published by The Diplomat, E-value International (EI) has opened a call center in Romania. The new facility is the latest addition to a growing contact center market in the country. [ Read More ]
03/31/2015

Satmetrix Finds Costco, USAA, Amazon.com and Apple Rank Highest for Customer Loyalty

Obviously one of the most important metrics for answering the question, "so how are we doing?" when it comes to providing compelling customer experiences is customer loyalty. In fact, measuring customer loyalty in general and against competitors is critical. In a world where alternatives are always a click away, and where customer acquisition costs are much higher than retaining existing ones, reducing churn and having permission to upsell is huge. [ Read More ]
03/31/2015

Report: Customer Service a Primary Concern for Consumers, Businesses

In the latest report from The Economist Intelligence Unit, "Creating a seamless retail customer experience," it asked consumers what exactly they want in their customer service and asked companies how they felt they deliver positive service through new technologies. [ Read More ]
03/30/2015

JD Power VoX: Holistic Approach to Customer Experience Monitoring and Management

One of the more interesting challenges in a world where enhancing the customer experience is now at the top of C-level lists everywhere is how to analyze and optimize those experience to drive financial results. For over 45 years, Westlake Village, California-based J.D. Power has specialized in helping organizations better understand the voice of the customer, and they have just introduced something that is sure to capture executive attention. [ Read More ]
03/27/2015

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!